Reading Between This Seasons Ads.

Pastel Pallet

Colour is always a large focus point for the sunnier seasons of the fashion year; so differing from last year's bright clashing colours, this year it is all about the palest of washes. The shades are much more delicate and feminine - such as in the Jill Stuart ads - and some being almost sickly sweet with their candy influences like that of Mulberry this season. Colours to invest in include glacier blue, spearmint green, bitter lemon and damask rose.

The Glitz & Glam of the 1020's Art Deco

Inspired by the frivolous wealth and expressive movement of the 1920's, reminisced because of this year's film adaption of F. Scott Fitzgerald's The Great Gatsby. The Roberto Cavalli ad and Gucci campaigns show this trend brimming with lavish details, such as extravagant beading, tasseled trims and a wealth of gold.

Decorate My Surface

Probably the most recognisable in the Louis Vuitton collection, this season decorative garments have not been designed for after dark hours only, but instead the pastels and playfully feminine cuts make them appropriate for daylight time too. Prabul Gurang has also used this idea and the use of florals to create a more dynamic 3d floral print within this season's collection. Popular materials used within this trend include satins and light weight chiffons.

Pure or Graphic?

Girly vs masculine. Soft curves vs crisp tailoring. Innocence vs the bold. This season's white trend spoils us for choice, offering a feminine take of lace and sheer fabrics within delicate dresses or precision cut tailoring in crisp cottons, such as the Emporio Armani collection bellow.

Vintage Americana

America has always been seen as the land of hope and dreams. Such as during the 1930's, where people would go there to find their American Dream during the Great Depression. Well now we are battling through the credit crunch, designers (Prada in particular) have decided to show us a glimpse of light, featuring the positive vibe of the 1950's America. Think glossy leathers, cat eye glasses and preppy checks all in ice cream shades. I personally have fallen in love with Prada's mix of masculine muscle-car prints with girly cuts. Another designer featuring a display of 50's USA is John Galliano.

Sheer Sheen

Can be dangerously risque or ultra feminine. This season, as well as the razzle-dazzle of the 1920's deco, there is also a subtler trade in of radiance, with a sheer sheen to the fabrics on SS12's runways. Glistening silk organzas and new technological materials that appear to radiate a luminous glow can be a more of a daytime look compare to deco. The trend can be taken two ways, Firstly a clearer material can create a futuristic danger, such as the transparent material seen in the Chanel ad bellow. The second take would by feminine satins, which flow with the bodies'movement or metallic materials, like that used in Givenchy SS12.

The Prettiest of Bouquets

Florals are one of those trends that are highly predictable that they will be featured greatly in SS collections. However each and every year designers manage to mix it up and create a new spin on the trend. This year embellishments are used heavily to create more interest and surface texture. Beads, applique and printed perennials are all used, and at Christopher Kane, floral stickers are used as a bed underneath a layer of sheer organza. Two other designers using this prominently in the collections are Stella McCartney and designers at Topshop.

Digitally Refined

Digital prints are everywhere this season, ranging from florals to animal prints to some of the most eye-catching underwater prints at Mary Katrantzou. Digital printing has seemed to of grown from strength to strength each season after Alexander McQueen's memorable SS10 collection, where the world's eyes were truly opened to just what could be achieved by the technique. This season's promise to be exuberant, overwhelming and very very playful. Some designers exploring the possibilities of digital include Frankie Morello and Maje.

The Crimson Tide

Every season within fashion seems to have one dominant shade that will be key within a lot of collections. This season we see the colour crimson taking a rise. Perhaps this strong, intoxicating colour is to rein over the wash of pastels, or to reflect the warmth, relaxation and passion that could be experience within these sunnier months of the year. Alexander McQueen's collection sees quite a romantic take on this trend, using sheer materials and soft layering to create a movement of love. Whereas Tom Ford's collection sees the colour used in more of a refined way, to reflect the sexuality and danger behind this seasons big colour.